- Brands Consolidator Wins Airport Tender to Open Retail Outlets Based on Brand Concept to Promote Singapore Food Brands to Tourists
- ETC Travel Retail Offers Singapore Brands First Foray Into International Marketing Through Tourist Market
Food products that Singaporeans enjoy may not often be visible and accessible to other nationalities, especially if they are small and medium enterprise (SME)-owned. Along comes ETC Travel Retail (ETC), which aims to change all this with its innovative proposition.
ETC works with SME brand owners to pinpoint a few of their key products that may appeal to the global market. These product lines are then specially produced and packaged for travel retail sale through ETC’s channels.
This arrangement allows local brands with limited resources to focus on local marketing and regular operations, while ETC takes on the global marketing role for them, increasing their revenue streams beyond Singapore in a highly efficient global marketing model.
Through this, brand owners will also learn more about the international market and how their foods are perceived, as well as gain insights on food and flavor preferences of the rest of the world, positioning themselves for smoother global expansion when the time comes.
ETC Aims to Be the “Singapore Store” for Global Travelers
ETC, an acronym for “Engage, Transform, Connect” (as well as the familiar abbreviation for “and everything else”), seeks to raise the brand profiles of Singapore brands to the international market, beginning with inbound tourists.
In time to come, the brand consolidator has plans to establish other ETC stores in regional and international airports and tourist spots, retailing Singapore foodstuff and other products that do Singapore proud.
ETC envisions becoming the “Singapore Store” where travelers can find the best of Singapore in one place.
Bringing Singapore Flavors to the World
ETC is founded by a London-born Singaporean and former Chartered Accountant who, after 24 years of corporate experience, decided to venture into entrepreneurship.
“When I traveled, friends always asked me to buy overseas snacks for them, which I would normally pick up at the airport. However, I realized that when I wanted to bring over Singapore foods for my overseas friends from Changi Airport, I could not find a sufficient range of suitable products. Thus, ETC was born,” says Edmond Wong, Founder and CEO of ETC Travel Retail.
“When I started working with local brands for ETC, I also noticed there was a possibility to truly bring Singapore products to the international market through the ETC concept, and to bring truly great Singapore brands international is my dream.”
Edmond also started the wildly popular myEureka gourmet popcorn franchise in 2017, which now has eight stores in Singapore.
ETC Travel Retail Showcases Authentic Singapore Flavors
ETC Travel Retail is a truly local Singapore travel retail brand that showcases authentic Singapore flavors, authentic local tastes with landmarks of Singapore, making them ideal as souvenirs and gifts.
All of ETC’s products are conveniently packed, ready-to-go, compact, lightweight, and perfect for travel. They are made with premium ingredients, free from preservatives, with no pork or lard.
ETC Travel Retail T2 Store Opening in Mid-March 2025, T1 to Follow in July
ETC Travel Retail’s Terminal 2 (T2) store will be opening in mid-March 2025, while its Terminal 1 (T1) store will officially open in July 2025. Both outlets are located within the transit areas and accessible only to those departing Singapore.
However, ETC will also be available to non-travelers through its Marina Square store, a new kiosk opening at Jewel Changi Airport in May 2025, and various online platforms such as Shopee Mall, Lazada Mall, TANGS Official Online Store, Klook Singapore, and iShopChangi.
ETC is also currently bidding for more outlets in airport departure areas.
ETC’s Product Range
ETC offers a variety of Singaporean treats, including:
- Travel Beverages – Singapore-style white coffee, cappuccino, milk tea, and lemon iced tea
- Premium Confectionery – Chocolate chip cookies, almond cookies, and pineapple balls
- Artisanal Chocolate – Flavors inspired by local favorites like kopi, teh, salted egg, and cookies & cream
- Gourmet Salted Egg Snacks – Fish skin, salmon skin, potato chips, and Crunchmix
- Gourmet Squid Snacks – Cuttlefish snacks in various flavors
ETC Retail Locations and Online Availability
Physical stores:
- Marina Square (#02-185A) – Open now
- Changi Airport T2 (#02-181) – Opening mid-March 2025
- Changi Airport T1 (#02-K12) – Opening July 2025
- Jewel Changi Airport (Level 3 Kiosk) – Opening May 2025
Online platforms:
About ETC Travel Retail
At ETC Travel Retail, we specialize in offering premium travel retail products—from unique souvenirs and delicious snacks to essential travel items.
Our mission is to provide global travelers with exceptional products that capture the essence of their journeys, reflecting the rich culture and flavors of Singapore.
In addition to our retail operations, ETC functions as an investment property holding company, strengthening our market position and contributing to community development.
Our integrated approach ensures seamless product delivery, high-quality sourcing, and excellent customer service.
For more details, visit:
- Website
- TikTok
- Rednote ID (Xiao Hong Shu): etctravelretail
- Official Hashtags: #etctravelretail #singaporesnacks #singaporegourmetfood
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